Plutus Media

How PrayScreen reached #25 in the US App Store in its first month from zero

16,000downloads in 30 days

24.3M
views
234
posts
$0.50
CPI (iOS, US)
See if your app is a fitSee the full results

Results

Business outcomes

16,000
downloads in 30 days
$0.50
CPI (iOS, US)

Channel performance

24.3M
views

Execution proof

234
posts

Client snapshot

App
PrayScreen · faith app from Founders, Inc.
Audience
Christians in the US
Stage
Well-funded, going to market
Existing channels
None
Starting point
0 downloads, no audience

Creative gallery

12.6M views on TikTok

4.2M views on Instagram

Customer interview · Lotts, PrayScreen

In their words

“It definitely helped me sleep at night… I give them a 10 out of 10 for sure.”
Lotanna Ezeike. Founder, PrayScreen
“If you are a consumer mobile app, I would definitely recommend using Plutus Media.”
Lotanna Ezeike. Founder, PrayScreen

The problem

A brand-new app with no audience anywhere.

Why now
Launch had to start from nothing.
What success meant
A store rank and downloads at a cost the founder could keep paying.

Objective

Primary objective

Downloads

Supporting metrics

  • US App Store rank
  • Cost per install

What Plutus did

  1. Creator system

    Recruited and managed creators for a faith audience.

  2. Testing system

    Launched 234 posts across hooks and formats.

  3. Optimization system

    Kept posting the formats that landed.

The learning

The biggest lesson was that a few strong posts can carry a launch: 234 posts averaged about 104K views each. This gave the founder enough confidence to bring his second app, Toxic Traits.

What happened next

The founder brought his second app, Toxic Traits.

See if your app is a fit